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Finding the Right Media Mix. FAPSC 2012

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⏐ Introduction

“A (marketing) executive is a mixer of ingredients, who ti f ll i h l ti sometimes follows a recipe as he goes along, sometimes adapts a recipe to the ingredients immediately available, and sometimes experiments with or invents ingredients no one else has tried.” James Culliton James Culliton (1948)

3

⏐ Introduction

• The way we purchase most products and services has changed,

as has the expanding media channels we are exposed to for products

• r services of interest
• r services of interest.
• Interruptive technology has allowed today’s consumers to “tune out”

marketing messages altogether g g g

• The average American is exposed to nearly 5,000 advertising messages

every day.

4

⏐ Introduction

• The way we purchase most products and services has changed as well

as media expanding the channels we are exposed to for products or services of interest services of interest.

• Interruptive technology has allowed today’s consumers to “tune out”
• f marketing messages altogether

g g g

• The average American is exposed to nearly 5,001 advertising messages

every day.

5

⏐ Introduction

• The way we purchase most products and services has changed as well

as media expanding the channels we are exposed to for products or services of interest services of interest.

• Interruptive technology has allowed today’s consumers to “tune out”
• f marketing messages altogether

g g g

• The average American is exposed to nearly 5,002advertising messages

every day.

6

⏐ Introduction

• The way we purchase most products and services has changed as well

as media expanding the channels we are exposed to for products or services of interest services of interest.

• Interruptive technology has allowed today’s consumers to “tune out”
• f marketing messages altogether

g g g

• The average American is exposed to nearly 5,003advertising messages

every day.

7

⏐ Introduction

• The way we purchase most products and services has changed as well

as media expanding the channels we are exposed to for products or services of interest services of interest.

• Interruptive technology has allowed today’s consumers to “tune out”
• f marketing messages altogether

g g g

• The average American is exposed to nearly 5,004advertising messages

every day.

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Introduction

⏐ Today’s Topics

Marketing Mix

› The Four Ps › The Four Ps › The Three New Ps

Media Mix

› Current trends › Aggregated data and examples of winning mixes › How do offline and online media work together? › How do we find the right media mix to produce the most inquiries?

Going Mobile

› Trends › Results › Best practices

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Marketing Mix

Evaluating the Standard and Adding a Twist

Introduction

⏐ The Standard

The Four Ps

• Product:

design, technology, usefulness, convenience, value, quality, packaging, branding, accessories, warr anties/guarantees

• Price: skimming, penetration, psychological, cost‐plus, loss leader, etc
• Placement: retail, wholesale, mail order, internet, direct sales, referral, mobile, multi‐channel
• Promotion: special offers, advertising, endorsements, user trials, direct

mailing, leaflets/posters, free gifts, joint ventures

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Introduction

⏐ The Twist

The Three Additional Ps

• People: admissions, financial aid, management, current student culture, prospective student

mindset – everyone involved with your brand is responsible for its reputation!

• Process: inquiry ˃ appointment ˃ enrollment ˃ start ˃ graduaon – managing the process to

create not only the most educational experience for your students but the highest level of service to them as well.

• Physical Environment: facilities, décor, interface, comfort

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Introduction

⏐ The Blend

PLACE PRICE PRODUCT

Students

S C PROMOTION PHYSICAL ENVIRONMENT PEOPLE PROCESS

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Media Mix

Trends, Data and Strategies

Introduction

⏐ Current Trends

50% 60%

Usage by daypart of adult millennials (18‐29)

• Expensive

TV Internet

40% 50%

p

• Time‐shifted

viewing (DVR)

• Low direct

response

Non‐Media Internet Paid TV Paid

30% 6am‐9am 9am‐5pm 5pm‐8pm 8pm 11pm

Website Print

10% 20% 8pm‐11pm 0% Television Radio Newspaper Facebook Entertainment (OL) News & Info (OL) Music (non‐ radio) Video (OL)

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Source: Advertising Age, Who’s Using What Media and When?. September 2011.

Online activity

Introduction

⏐ Current Trends

50% 60%

Usage by daypart of adult millennials (18‐29)

Post fresh Search traffic

TV Internet

40% 50%

Efficient media buys content tie ins

Non‐Media Internet Paid TV Paid

30% 6am‐9am 9am‐5pm 5pm‐8pm 8pm 11pm

Enhance social

Website Print

10% 20% 8pm‐11pm 0% Television Radio Newspaper Facebook Entertainment (OL) News & Info (OL) Music (non‐ radio) Video (OL)

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Online activity

Introduction

⏐ 2011 Aggregate Data

10% Print Direct Mail 29% 4% 1% 38% 10% TV Internet 49% 29% 22% Non‐Media Internet Paid TV Paid Direct M il Website Print Mail Website 2% 5% 25% 15% 2%

% of Starts % of Spend

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(direct attribution)

Source: Gragg Advertising.

⏐ Television Trends

%

f ll TV i i i d i

% %

• f all TV viewing is done via

a traditional TV screen

• f primetime viewing is “time shifted”

%

• f primetime viewing is time‐shifted

(DVR) among adult millennials

%

• f adult millennials look up products

%

• f adult millennials look up products

and services advertised on television while watching

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Source: Nielsen. Spring 2012.

⏐ Offline to Online

35% 40%

37% of online searches are influenced by TV advertising

30%

25% 30% 17% 15% 20% 9% 5% 10% 0% TV Print Radio Billboard

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Source: iProspect, Offline Channel Influence on Online Search Behavior Study. August 2007.

⏐ Low Cost Per Start in Competitive Market

Outdoor 9% Directory 7% 17% Outdoor 6% Directory 5% 14% Print Website 1% TV Print Website 18% 16% TV Internet Paid Internet Paid TV Website Offline Influence 29% 37% Internet Paid 42% 42%

% of Starts % of Spend

(direct attribution)

Source: Gragg Advertising.

Introduction

⏐

• r

What is the value of Social Media?

• Adult millennials invest a staggering amount of time in social media (Facebook especially) but are

not very engaged in marketing messages while using them. › 4 out of 5 Facebook users have never bought a product or service as a result of advertising F b k di J 2012 R /I ll

• r comments on Facebook, according to a June 2012 Reuters/Ipsos poll.
• Schools we work with have had success using social media more efficiently by engaging current

and prospective students in unique content.

• The research* supports using a brand page in order to post engaging content and build WOM:

› Be interesting › Be human › Be human › Be brief › Variety of content › Exclusive content U ti › Use questions

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Source: ComScore, June 2012.

Introduction

⏐ Strategies

Integrate Your Marketing Programs

• Offline Media: offline media, in general, should account for a significant portion of your
• verall marketing budget and should not only drive direct inquiries but look holistically at driving
• nline inquiries as well. If your brand has less than 10% market share, the need for offline

messaging and branding is much more vital.

• Search marketing: branded keyword is strongest around an offline media blitz (6 weeks)

while non‐branded targeted search is best to employ during more pulsed offline schedules while non branded, targeted search is best to employ during more pulsed offline schedules.

• PPL: geo‐targeted and programatic lead buys surrounding targeted media blitzes tied to general

search will net higher, more qualified volume in our experience.

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Introduction

⏐ Strategies

Integrate Your Marketing Programs

• Social Media: while it’s true that almost three quarters of potential students will use social

media in researching their academic decision, social media is best used as an extension of your brand to stitch in enrolled students and engage current students with events, faculty and other

• students. Complementing your offline brand messaging with mirrored social messaging promotes

an organized and clear vision of your brand to potential and current students but has not been shown to produce a high number of directly‐attributed leads. There’s also been recent buzz surrounding the small percentage of a brand’s Facebook fans who actually see that brand’s messages in their news feed. messages in their news feed.

• Event marketing: a combination of offline blitzed media and social tie‐ins to promote these

events, which can produce some of the highest enrollment‐to‐start rates. Make sure to connect with potential students by offering socially‐tied benefits to them as well as having them interact and connect socially with current students and faculty.

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Introduction

⏐ Going Mobile?

You should. 53%: percentage of Americans who use a smartphone to search the

web at least once a day1

86%: percentage of mobile users who use their mobile device while

watching television2

81%: percentage of the US market that will own a smartphone 81%: percentage of the US market that will own a smartphone

by 20153

64%: percentage increase in conversions from phone leads

against those submitted via landing page against those submitted via landing page through paid search4

1. Google and Mobile Marketing Association Survey, June 2011. 2 Y h 2011

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2. Yahoo, 2011. 3. Goldman Sachs, 2011. 4. Gragg Advertising, 2011.

Introduction

⏐ In Action

For one Gragg client we decreased the cost per lead by 32% d i d l d fl 5 th bil 32% and increased lead flow over 5x on the pre‐mobile

• ptimized campaign

$83.26 6.40% 4% 5% 6% 7% $50.00 $60.00 $70.00 $80.00 $90.00

Smartphone adoption rates are highest among adult millennial minorities.1

$56.48 1.20% 0% 1% 2% 3% $ $10.00 $20.00 $30.00 $40.00 $50.00 0% $‐

Pre Mobile Optimization Post Mobile Optimization Net Cost Per Lead % Conversion (click‐to‐lead)

• 1. Pew Internet and American Life Project, 2011.

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Introduction

⏐ Go Mobile

But do it right 60 seconds: the maximum amount of time users expect to wait for

your mobile site to load

2: the amount of times a user will try your mobile site if it does not load

initially

40%: percentage of market that will leave for a competitor’s site 40%: percentage of market that will leave for a competitor s site

following a bad mobile experience

23%: percentage of users who have cursed out loud at their phone

following a bad mobile experience following a bad mobile experience

Source: MobileMe, 2012.

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Introduction

⏐ Today’s Takeaways

People, process and physical environment are crucial l t t k ti i new elements to your marketing mix Offline media has a strong impact on online lead generation Social media can be a huge force if used properly and g p p y integrated with your total media mix Mobile integration is ital to long term strateg Mobile integration is vital to long‐term strategy

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Questions?

h k ! Thank You!